The document discusses strategies for a business to reach its target customers and achieve its goals. It focuses on defining the ideal customer through buyer personas, understanding the customer journey from awareness to purchase, and using various marketing tactics like content marketing, search engine marketing, and advertising on platforms like YP.com. The overall aim is to get the business found online by potential customers and engage with them throughout the purchase process.

1. LOCAL – MOBILE - SOCIAL
Be The Brand In You Category

3. Your Business Goals
 What’s new
 Top 3 business goals
 Potential growth
 Obstacles - strategies
 Action items – Competition, Economy, Must-do
 What capacity are you operating at %?
 What is success to you
 Priority – Current customers/New customers
 What is going to change
 What is the first improvement you want/need to make
 What do you love to do
 Advertising-what can you do better
 Growth expectations
 What can I assist you with the most

4. What do you Sell or Service
 What product/service will help
you achieve those goals
 How do you plan to expand
 What has the most potential
 What would you like to sell
more of
 How do your products/services
compare to competition
 Where will your growth come
from over next couple of years

5. Your Customers
Ideal Customer
Typical Customer
Travel – To,
From?
Current or New?
Frequency
Average Worth
Where are they?
Lifetime Value

6. Reach your Perfect Customer – Buyer
Persona
 A Buyer Persona is a segment of
people within a particular target
market that share common
demographics and interests.
 The idea behind creating a buyer
persona is to understand the wants
and needs of a specific
demographic. You stand a much
better chance of communicating and
persuading them to take some
defined action once you know who
they are.
 Target market as a grouping of
customers with a similar problem.
 Buyer Persona then goes one level
deeper and tries to group customers
within a target market by a
particular set of demographics and
needs.

7. Buyer Persona Attributes
An important element in defining buyer personas is to identify any physical and
emotional characteristics within that group. For example, you may uncover
certain buying habits or needs based on any one of the following:
 Gender
 Education
 Income
 Marital Status
 Occupation
 Employment Status
You may also be able to uncover certain emotional characteristics that will help
you further define your personas. These types of emotional characteristics
might include fears, desires and values. Although emotional characteristics
can be difficult to uncover, they can also give powerful indicators as to how to
best deliver your marketing message. The personas you create must be
based on actual research from your existing customers and prospects.

8. The anatomy of a purchase
 The content that you deliver on all
marketing platforms plays a
critical role in every stage of the
inbound marketing process, from
first introduction so that consumers
are aware your company, to the
goal of converting leads into
customers. The types of content,
your marketing game plan to
nurture them on this “get to know”
journey down the funnel, are often
very different from each other.

9. Awareness
 Your potential customer gets
acquainted with your brand.
Your prompting may be timely
and relevant and they realize
they may have a need for
your product/service.(Good
time for Online Branding,
Direct Mail – Highly targeted,
volume mediums that educate,
are timely and can create a
call to action)

10. Consideration & Research
 The consumer looks at
their needs and starts
investigating possible
solutions, The web is a
fabulous place to
research and compare,
including your
product/service. (SEM,
SEO, Online Directories)

11. Comparison & Preference
 The Customer has options,
vendors will start to stand
out in this period (This is a
good time to stand out.
How are you helping them
solve the problem? A How
to Video? A free E-book
with valuable information?
A blog with relevant topics
that mirror their agenda?)

12. Purchase
 The company that
does the best job at
nurturing and
engaging the
customer down the
funnel wins the
business.

13. Perform
 Now it’s totally up to
you. The quality, the
execution, the
experience are all in
your hands. You possess
the power to feed your
own funnel and create
your own viral campaign
from customer
experience (everything
social, reputation
management)

14. Advertising & Marketing
What How
 What is your message  Digital
 Image  Mobile
 What has been
effective  Social/Word of Mouth
 How do they find you  Branding
now  Promotion
 Competitors strategy
 Action plan  Directional
 Reputation

15. Content Marketing
Great content is customer centric, and value
focused. When content marketing is focused purely
on product, it frees up marketing departments to
create truly creative campaigns. It is this unbridled
creativity that not only drives breakthrough content,
but real engagement from your audience.
Create an e-book, take a poll, ask for customer
videos, create a YouTube channel, an interactive
blog, create a forum, have a contest, invite them to
a webinar, look into mobile location based
services to send your message to those in your
proximity, give a deal-of-the-day, tweet tips and
trends, create an app, put your QR code
everywhere you can, organize a virtual event, send
out an Ezine, publish a report.

16. It starts with your website
 Core site content. Search engines love content. They need content to find your site. The
more content you have, the more opportunity for your site to be indexed by Google,
Yahoo and Bing. We will create compelling core site content, so people will find you.
 Evolving content. Even if the search engines find you, people may not care if your
site's content is not relevant. The older your content gets, the less relevant your content
is. The easiest way to have new content is to have news and opinion (blogs) articles
posted on your site. It is not hard to write a blog… it just takes a few minutes.
 Site descriptions and tags. Each page on your site will have unique descriptions and
tags to help search engines find you.
 Compelling graphics. The site content is key for search engines, but the graphics are
key for the user experience, We will tag them properly to help the search engines out..
 Product information. All of your product information will be on your site. We will make
it easy for them to find what they are looking for
 Inbound links. We need as many inbound links as we can get. Products, Associations
and more
 Get the word out. We will put a running link to your YP.com reviews and link to your
social sites

17. Be The Brand In You Category
 How do you make your site relevant at the moment
someone is considering the purchase of your
product or service?
 Where will they look when they are ready to buy?
Google? Yellow Pages? YP.com? iPhone?
 How do you incent them to buy? Direct Mail?
Online Branding & Coupons?

18. Reach your Perfect Customer
 Target Your Audience
Deliver your message to the right audience using
geographic targeting and behavioral targeting across
the top 100 websites. Geographic targeting delivers
your ad to consumers in your geographic zone, while
behavioral targeting directs your ads at consumers
looking for your products or services based on search
terms, visited content, clicked ads, and clicked search
results. Online branding increases awareness and the
performance of all your directional advertising
(Google, YP.com, Print Yellow Pages, Mobile, etc)

19. Example – Your ad follows those who made searches
related to your business/profession

20. Create Customer Engagement
 Increase Consumer Response
Companies who added a video
ad or video profile to their
YP.com listing saw a 30% overall
increase in clicks and a 16%
overall increase in consumer
calls.* Every video ad ends with
your business name, phone
number, and an active link to
your company website to prompt
consumer response.

21. Now we need to get you here
 The value of Search
Engine Marketing utilizing
Paid inclusion is that a
website can get the
benefit of immediate
traffic to a site. It is easy
to justify with regards to
benefits since the ROI can
be tracked directly. We
will track
calls, clicks, keywords, for
m fills and more.

22. YP.com users are an affluent,
ready-to-buy audience
Be Found. Find Customers. Manage
Your Brand.
AT&T Advertising Solutions – We are a
One-Stop-Shop for your essential local
advertising needs. One ad buy on
YP.com
provides access to over 100 properties
leveraging multiple media platforms
across the web, mobile, U-verse TV*, and
more.

23. It’s about making connections
 Mobile Barcodes
 Click to Call
 Map/GPS
 Read Reviews
 Click to Web
 Click to Coupon
 Watch Video
 Save Contact

24. Connect With Customers via Their Mailboxes
Keep Top-of-Mind
 Direct Mail Gets Results
Studies show over 50% of recipients
read direct mail immediately.*
Additionally, 73% prefer to receive
their marketing messages by direct
mail, while only 18% percent prefer
an electronic alternative.** The
average ROI of direct mail
marketing is 15.6 to 1,** and YP
Real Yellow Pages advertisers see a
60% increase in 'reach' when they
combine a direct mail campaign with
their current directory listing.***
Starter Direct Mail Budget with new
program

25. Connect With Ready-to-Buy Customers
Studies show 78% of YP
Real Yellow Pages users
make a purchase or
intend to make a
purchase,* so your
business listing will be
exposed to many ready-
to-buy customers.* Plus,
YP Real Yellow Pages
users spend an average
of 25% more than the
average consumer and in
some cases even higher*
to increase your ROI.

26. SEO – influence of relevancy and authority, driven
through content
 Key words placed in specific areas so you can be found in search results
 Optimizing title tags – first things people see about your company in search
 Limit Characters to 70
 Place most relevant keywords at front of title
 Make it compelling
 Optimize photos – keywords in file name and alt tags with brief descriptions
 Do not keyword stuff!
 Ranking locally – list a business address citation
 Have exact same citation appear on multiple sites across the web
 Have company reviews on high ranking social sites
 If just getting started use: Google/addurl.com to submit your site
 Want to know what pages Google has indexed? Site:www.yoursite.com
 Important for local. Add you site to YP.com, Google Places, Yahoo Local, Bing
Local

27. Need Leads?
 YP Advertising Solutions connects consumers and advertisers
across multiple digital platforms, online, mobile and even TV.
I present exciting new products and services from our
growing portfolio of brands including
YELLOWPAGES.COM, the most preferred Internet Yellow
Pages in the U.S. We also developed the technology behind
Ingenio Pay Per Call. We offer 360 degree marketing
including Website/Mobile Websites, Online Video & Digital
Tours, Targeted Direct Mail and On Demand Printing, Text
Campaigns, Online Branding to your perfect
Audience, Directional lead generation through Search
Marketing and SEO. Print Yellow Pages and our YP.com
traffic platform, Barcodes and more.

28. Call Me To Get Your Free Media Assessment
My goal is to create success
for my clients as they
define it. I'm super
passionate about what I do.
Whatever I can do to help,
whether it is a product I
represent or not, my clients
know that I am a resource
to help. I define success as
trust in your abilities.